Purpose Multimarket competition is an area of competitive dynamics focused on studying situations where firms compete against each other simultaneously in more than one market. The intensity of competition depends on the aggressiveness and the market contingencies, influencing the competitive strategies. Particularly, the purpose of this paper is to explore the influence of multimarket competition and market contingencies on innovation. Design/methodology/approach An exploratory qualitative approach using the Grounded Theory is applied with conceptual purposes. The data were collected through in-depth semi-structured interviews and additional observations with senior strategies and decision-makers. The paper follows an extensive narrative to understand decision-taking processes on competitive strategy with the support of analytical software. The paper was performed in the automotive components industry making seats in two different countries to acknowledge the influence of market contingencies. Findings The results suggest that multimarket competition does not reduce the level of aggressiveness, but it offers a background that favors opportunities for companies and new business in circumstances of crisis associated to innovation. Depending on the market contingencies, strategies can foster a higher technological innovation, in those cases of high development in the industry, or diversification, when the development is lower. Originality/value This paper contributes to enrich multimarket competition theory with the study of innovation strategies in different market conditions, a topic not much explored in multimarket literature. Additionally, it suggests implications for managers attending to different market contingencies.
El presente caso de estudio tiene como objetivo mostrarle al lector una situación problemática de falla de un servicio e inducir al debate acerca de las distintas formas de responder correctamente a la falla de un servicio. A través de un caso de estudio basado en una situación real en la cual una empresa comete un error en la prestación de un servicio y a su vez inicia el proceso de recuperación del mismo, de fidelización del cliente y de reparación de su reputación organizacional, se pretenden mostrar distintas maneras de recuperación del servicio y brindar una orientación y recomendación en torno a cómo construir confianza con el cliente y reparar la reputación de la organización. La principal conclusión es que en un escenario caracterizado por una menor diferenciación entre productos, dados sus niveles de calidad y desempeño tan similares, el servicio se convierte en el elemento que verdaderamente agrega valor, porque es allà donde radica la diferencia que hace más atractiva una oferta frente a las demás.
PurposeThis research aims to reach meaningful insights into fruit consumption motives. The study articulates contextual motives observed through inherent fruit characteristics (i.e. attributes and benefits) with personal motives that transcend the situation (i.e. emotions and cultural values).Design/methodology/approachThis qualitative study used the focus group technique comprising eight groups of eight to 10 subjects (n = 94). The participants were frequent fresh-fruit consumers.FindingsThe analysis differentiates contextual motives from transituational ones. Older participants are motivated by taking care of health matters. They value fruit as an expression of their determination to take action and care for others. Younger participants are motivated by the experience of pleasure. Fruits have a hedonic value related to joy, being refreshing and tasteful.Practical implicationsResults serve marketers and decision-makers to better target motivations for fruit consumption enhancement. These motivations could be implemented by communicating specific fruit attributes that respond to short-term needs. In the long run, marketers could create fruit consumption campaigns that respond to deeper consumer values.Social implicationsDesigning fruit consumption campaigns aligned with individuals' motives could effectively strengthen the adoption of a healthy lifestyle. This study is helpful from the aspect of a public-policy approach expected to improve public health.Originality/valueConsumers' fruit preference transcends tangible product characteristics to motives aligned with their goals, emotions and human values. This path merges two approaches: contextual motivations and the Means-end chain model. The first approach recognises short-term observable product characteristics, whereas the latter works on long-term values.
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